Published on : Tuesday, January 24, 2017
Marriott International today will launch its first pop-up hotel innovation lab, creating an interactive model hotel experience in downtown Los Angeles to crowdsource real-time feedback from the public, furthering the company’s futuristic vision.
Underscoring Marriott’s goal of continuously innovating the guest experience with an eye on design and technology, the lab will let industry professionals, hotel guests, associates and the general public see, touch, taste and hear some of the exciting enhancements being considered for the future of the company’s innovation incubator brand Aloft, and eco-conscious, extended-stay brand Element. Among them:
“We’re excited to unveil Marriott’s first-ever, pop-up innovation lab for Aloft and Element – two phenomenal brands that are always evolving as guests, lifestyles and technology change,” said Eric Jacobs, Chief Development Officer – North America, Marriott Select Brands, Marriott International. “We’re also eager to collect and utilize feedback from the ownership community, which has expressed tremendous enthusiasm for both brands.”
At year-end 2016, there were 116 Aloft and 23 Element hotels open around the world, with 150 Aloft and 73 Element hotels in the pipeline globally. In 2016, new signings of Elements were more than double 2015 signings, whereas Aloft experienced a 37 percent uptick in signed deals year over year. In 2017, Marriott expects to open 33 Aloft properties and 14 Element properties across the globe in a diverse array of cities such as Seoul, South Korea, Seattle, Washington, and South Bend, Indiana.
Given the importance that Marriott places on incorporating feedback from its hotel owners, franchisees, and loyalty members, every person who passes through the lab will have the opportunity to offer their feedback in real-time through Swurveys, a swipe-able survey. The feedback will be reflected in the Aloft and Element brands as they rollout this intuitive guest experience beginning in the fall of 2017. “Innovation is embedded in Marriott’s values,” said Toni Stoeckl, Global Brand Leader and Vice President, Distinctive Select Brands. “We’re driven by creating solutions that elevate, innovate and evolve the guest experience, fueling guest loyalty and maximizing the value of our owners’ investments. It’s how we stay relevant to guests today and tomorrow, while providing a meaningful competitive advantage to our partners.”
The pop-up innovation lab event comes four months after Marriott acquired Starwood Hotels & Resorts, which conceived of the two brands and witnessed an uptick in signings in the months leading up to the merger.
This isn’t the first time that Marriott invited the public to help transform the traditional hotel experience. In October, the company unveiled its first M Beta hotel for its flagship Marriott Hotels brand at Charlotte Marriott City Center, a functioning hotel that doubles as the world’s first hotel in “live beta.” From keyless entry upon arrival to digital experiences in the fitness studio, every corner of the hotel allows for rapid prototyping, inviting guests to test and give feedback in real-time, ultimately shaping their future hotel experience.
Marriott is an innovation leader, ranked 19th on FORTUNE’s list of Most Innovative Companies, and the powerhouse in hospitality innovation.
Marriott International, Inc. is the world’s largest hotel company based in Bethesda, Maryland, USA, with more than 6,000 properties in more than 120 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts. The company’s 30 leading brands include: Bulgari®, The Ritz-Carlton® and The Ritz-Carlton Reserve®, St. Regis®, W®, EDITION®, JW Marriott®, The Luxury Collection®, Marriott Hotels®, Westin®, Le Méridien®, Renaissance® Hotels, Sheraton®, Delta Hotels by MarriottSM, Marriott Executive Apartments®, Marriott Vacation Club®, Autograph Collection® Hotels, Tribute Portfolio™, Design Hotels™, Gaylord Hotels®, Courtyard®, Four Points® by Sheraton, SpringHill Suites®, Fairfield Inn & Suites®, Residence Inn®, TownePlace Suites®, AC Hotels by Marriott®, Aloft®, Element®, Moxy® Hotels, and Protea Hotels by Marriott®. The company also operates award-winning loyalty programs: Marriott Rewards®, which includes The Ritz-Carlton Rewards®, and Starwood Preferred Guest®.